Content, content, content. If you’re in the business of digital marketing, then odds are you’ve heard more than a fair share of soliloquies extolling the virtues of content marketing. Of course, content is important to a successful marketing campaign. Yet, while most professionals are on board with maintaining a professional blog for their site, considerably fewer know what to do with all of that material. If that sounds at all familiar to you, then know you’ve come to the right place. Here are four ways you can boost your business’s blog and market more effectively as a result:
Optimize Old Content
Since many businesses have been blogging for a year or more (emphasis on “or more”), marketers have a lot of old content at their disposal. Unfortunately, most professionals tend to ignore their vast library of content and struggle in vain to find new ideas when they’ve already covered a topic thoroughly. To combat this issue, consider updating, optimizing, and/or repackaging your previous work. Constructing a pillar page from a handful of old blogs is a fantastic way to showcase your industry knowledge without writing a single word of new copy.
Your blog has fans. And whether you realize it or not, they probably reference your business in their work. There are a number of software programs that can help you identify your “mentions” across the internet, and you should reach out to websites who drop your name regularly. Ask them to link back to your blog posts or offer to write a guest post yourself. Garnering backlinks in this responsible manner will greatly increase your blog’s online visibility.
Take Social Media Seriously
The average person skims through their social-media feeds quickly and will only click on a link when it demands their attention. As such, your social-media posts have to be so compelling your followers can’t help but stop to see what you’ve been working on. Don’t break your back writing awesome content just to let yourself down with lackluster social promotion.
Bring in an Industry Expert
If your blog doesn’t have the clout you desire, then think about borrowing someone else’s. That might sound silly at first blush, but asking a respected voice in your field to contribute content for your blog could provide you with the advantage you’ve been looking for. More and more blogs are focusing on specialized material and niche interests. Therefore, your blog needs to address complex subjects in depth. Let your guest writer really explore the minutiae of your industry, and don’t be afraid to highlight esoteric products like a sodium oxalate tube or custom-forged pistons, for instance. Remember, the more insightful your blogs are, the easier it will be to market them to interested leads.